Vanessa Zippo is an Account Supervisor here at SaatchiNY. She worked closely on the Carrie Underwood spot that launched late last week, & we thought it would be great to get a behind-the-scenes perspective on planning out the campaign. Below are some of Vanessa’s thoughts on choosing Carrie Underwood, expanding the brand’s audience & the power of challenging what’s possible.
THE FEARLESS HEROINE
Carrie Underwood is the embodiment of the type of woman we wanted as an Olay brand ambassador – a fearless heroine. Carrie is a small town girl who courageously pursued her dream of becoming a professional singer by performing in front of millions of people on American Idol. While Carrie has seen undeniable fame as a result, we were most impressed by the person behind the fame. Carrie graduated magna cum laude with a degree in Mass Communications, and continues to stress the importance of education through various outreach programs. She also formed a foundation to benefit her hometown, demonstrating a sense of genuine compassion and loyalty to her family and her roots. Carrie is a person of real substance who embodies the Saatchi & Saatchi spirit of “Nothing is Impossible,” which is why she is the perfect match for Olay.
CHALLENGE WHAT IS POSSIBLE
Olay has been very successful at attracting consumers 35+ with its anti-aging offerings, but as we looked to grow the business, our biggest opportunity was appealing to a younger generation of consumers not yet interested in anti-aging. With that in mind, we developed an improved line of Facial Cleansers with benefits relevant to a younger audience. Along with fresh packaging, a relatable ambassador like Carrie and the Olay Brand Promise to “Challenge What’s Possible,” we felt poised for success. When our spots (the brain child of Chris Chao and CinDee Thompson) launched on the CMA Awards on November 10, it was a real turning point for Olay – the start of not only a lasting relationship with Carrie, but also with a whole new generation of Olay consumers.
Front page image from Motoration.